Understand the marketing evolution allows you to know how the attention of consumers, the media, advertising evolved and ultimately you realize through a timeline that marketing is just a neologism and therefore from the beginning of history it was carried carried out under the name of marketing, do you want to know how it evolved? How did it start? All this you are about to read below …
Marketing evolution and its importance
- To talk about the marketing evolution It is necessary that you go back to the period that covers the years from 1900 to 1910. In fact, since ancient times, communication was an essential part of marketing, since it had the objective of entering the market to achieve the greatest amount of sales in a fast and more effective than the competition,
- In the beginning, the objective was achieved through word of mouth as a primitive method that worked in those times, and later derived into modern practices.
- Even in the 1950s, the most successful companies were those that aimed at rapid production to obtain a product that they could place on the market at a lower price than their competition.
- These same companies when the Second World War ends, they change their purpose by focusing on their finances, but it continues to evolve as they realize that manufacturing had to be oriented to the need of the customers with the purpose: the supply creates their demand.
- It continued to advance until they discovered that it was necessary to study the market, laying their first foundations in a production oriented to know why to produce a particular product, how much to produce and how to produce it.
- Later, companies prioritize attracting new customers instead of satisfying current ones, by the way, it means that it is more important to remove customers from their competition instead of keeping those they already have satisfied.
- In this sense, it comes into play to inform the potential client throughout the day from new communication methods such as social networks, internet, etc.
- Therefore, today that vision has changed, because companies propose the concrete identification of customer needs, making an effort in all areas, going beyond customer satisfaction, as they seek to reach their social environment.
- In the same way that societies evolve, marketing evolves as a way of commercializing a product, both tangible and intangible.
- For example, in the United States, companies have a telemarketing service within the same company, after which they offer direct sales, agree to a visit between the seller and the potential client to provide more complete information.
- In this way, companies that lack this service can be considered outside the system as if they did not have salespeople and therefore do not agree to personal visits with the client.
Evolution of marketing timeline
With a timeline you can realize the importance of marketing evolution:
1900 to 1920: It is the period of identification when the concept of marketing begins to be understood with its authors Werld, Swinney, Buter and Shaw.
1914: Butler is the one who defines it as a set of work combined with administration and planning, using expressions such as marketing, distribution and sales for the first time.
1921 to 1945: It is the functionalist period in which marketing begins to be considered as the activities that allow the transfer of services and goods, providing terms such as the marketing system and marketing principles.
[1945to1960: It is the pre-conceptual period in which production advances technologically applying new methods and techniques that allow knowing the needs of consumers. The concept of marketing begins to be debated.
1957: It is the thinker Alderson who establishes the functional theory of marketing.
1960 to 1989: The first definition is born from the American Marketing Association committee on terms, it is expressed as the business activity that aims at the flow of goods from production to the user.
1964: Mc Carty: defines it as the procedure from which it is possible to satisfy the demand through the exchange, promotion and distribution of goods.
1973: Carman expresses that marketing cannot be conceived as a process outside of what is the scope of a company, that is, it cannot be extended to other sectors.
1974: Bartelks, in the same sense that Carman expresses that if the concept of marketing is extended to other sectors it must be reborn under another name.
1975: Bagozi, defines it as the set of activities that are related to the exchange of goods and services, everything that originates them and what can have an impact on it.
1978: Arndt, argues that it cannot be extended to non-profit areas because it would be too broad a concept.
1985: AMA, the American Marketing Association, defines it as the process that plans and executes the distribution, communication, establishes prices and conceives ideas, services and products to generate an exchange to the satisfaction of individuals, fulfilling the objectives of the companies.
1990: Slater and Narvey, define it as an organization with greater efficiency through imperative behaviors to provide added value to buyers from guiding it.
1999: Gummesson, begins to visualize it as the opportunity to negotiate including customer service as the technique that allows you to differentiate yourself from your competitors.
2002: Maesincee and Jain, argue that it is necessary to expand the concept of marketing due to the digital revolution that results in interactivity and electronic connectivity.
Marketing evolution according to kotler
- The evolution of marketing according to Philip Kotler, stops focusing on production to focus directly on the customer.
- It establishes that in a company there must be an area in charge of sales, of selling the products that are produced and therefore it will focus its efforts on the sale of those products and another area in charge of marketing.
According to Kotler, it is essential that in a company there is a marketing director whose function is to control the creation of campaigns, control the dealings with the client and obtain feedback from those clients in order to evaluate the quality of the products and obtain a measurement. return on investment.
- Marketing began to develop at the beginning of the 20th century, with an increase in market demand that forced an increase in production.
- It was born with an advertisement as old as that of painting the walls with advertisements like those found by archaeologists in ancient Rome.
- Further back in time, in the Middle Ages it was common to use marketing from live announcements with town criers or merchants who advertised their products to the direct public.
Evolution of marketing in Mexico
- In Mexico, marketing was born with the native peoples before the arrival of the Spanish. The place that today we call the market was the tianguis where the sale and purchase of products was generated in the large squares. Each vendor with his product had his own place in the square.
- After the conquest, the way of trading changed, the native peoples replaced the tianguis with buildings that were destined to become markets.
- With urban planning, a commercial phenomenon began especially in the city center where buildings for religious, military, political and civil activity were built, which caused the concurrence of people that was interesting for the merchants, who were distributed in those areas.
- From that time on, the population took the habit of going to the city center to supply themselves with their needs, since it is the place where the most prestigious commercial stores were concentrated and where there is the greatest purchase option although the tianguis is a modality that still exists. it continues to exist as a form of commerce.